HP reached a major milestone this week: It became the first brand with 1 million followers on LinkedIn.
“It’s very powerful to us as a company,” says Natalie Malaszenko, HP’s vice president of digital marketing. “We’re honored to be here.”
Just how big an achievement is reaching the 1 million mark? For comparison, the biggest brand on Facebook, Coca-Cola, has just under 200,000 followers on LinkedIn.
That’s just it, though. LinkedIn isn’t Facebook. Brands that are entirely consumer-facing—such as Coke, MTV, and Disney—don’t fare quite the same there. HP has the benefit of being a consumer brand and a business-to-business brand.
Even so, that alone isn’t what put HP over the top, Malaszenko says. It took a lot of work companywide to connect with such a huge LinkedIn audience.
Finding the right message
A lot of people on LinkedIn, Malaszenko says, are interested in what HP has to offer, and they’re constantly asking questions about which technological tools can best serve their business needs.